NEW CAMPAIGN ATTACKS NEGLIGENT DRIVING
Aimed at Impatient, Careless and Distracted Drivers
By Bill Goodwill
For the first time in 20 years, all of the major indicators of traffic
safety—overall fatalities as well as the fatality rates—increased.
There are a lot of reasons for this, many of which have to do with drivers
becoming more distracted, impatient, careless, and ultimately, negligent.
The intersection of high-tech, in-car gadgets and busy, sleep-deprived
people who speed off to work while multitasking has created a perfect
storm of highway risks that is reflected in ever-higher traffic fatalities.
According to Megan McDonald, Executive Director of the American Beverage
Institute, which is sponsoring the campaign, “To effectively turn
the tide on highway deaths, the nation must view traffic safety within
the context of negligent driving. Negligent drivers—whether they
are speeding, drunk, distracted, or overly fatigued—put themselves
and others at risk, often vastly underestimating the danger posed by
There is often a disconnect between the public's perception of the
danger of various actions and the actual danger correlated with them,
resulting in millions of unknowingly negligent drivers cruising the
roads at any given moment.
The negligent driving television PSA brings home the fact that these
“everyday” behaviors cost lives, and urges drivers to keep
their hands on the wheel and their minds on the roads. It is being sent
to 4,700 major market TV and radio stations and there is an out door
component as well. Due to the presence of the legislative community
in Washington, DC, paid ads are being placed on transit busses such
as the one shown here.